Coalfield Communications

Goals

Learn what it takes to communicate effectively through the press.

Understand the importance of the press

in communicating with the public we serve

Be familiar with the limitations of communicating through the press and

ways to overcome them

Goals

Recognize what makes news -- and why

Get ideas about how to get your agency’s message out

Learn how to respond appropriately to press problems or opportunities

Avoid making common mistakes

Have the confidence to handle bad situations well

COALFIELDCOALFIELDCOMMUNICATIONSCOMMUNICATIONS

The Role of the News MediaThe Role of the News Media(and maybe how to keep from getting rolled)(and maybe how to keep from getting rolled)

Part 1Part 1What is news and why should we care?What is news and why should we care?

DirectDirectComprehensiveComprehensive

AuthoritativeAuthoritativeUnfilteredUnfiltered

InteractiveInteractive

Face-to-Face DialogueFace-to-Face Dialogue

Communication through the mediaCommunication through the media

Selective / IncompleteSelective / Incomplete Non-authoritativeNon-authoritativeFiltered / Biased Non-interactiveFiltered / Biased Non-interactive

Aren’t there better ways to communicate directly with mass audiences?

So whydo we

even bother?

Where Americans Say That They Get Their NewsWhere Americans Say That They Get Their News

Local TV Local TV

NewspaperNewspaper

RadioRadio

Cable Cable

Network TVNetwork TV

OnlineOnline

57%57%

41%41%

41%41%

33%33%

32%32%

25% - 29% *25% - 29% *

Pew Research Center for People and the Press 2002, 2004Pew Research Center for People and the Press 2002, 2004

Why do we keep tryingto communicate through the press?

It’s our duty to report to citizensabout their government

Most citizens get their news about usthrough the press

They’re going to print something, anyway.

We can’t avoid it.

Why do we keep tryingto communicate through the press?

It’s our duty to report to citizensabout their government

Most citizens get their news about usthrough the press

They’re going to print something, anyway.

We can’t avoid it.

Not recognizing bad news when we make it:Not recognizing bad news when we make it:““Ahh, this isn’t going to make any news.”Ahh, this isn’t going to make any news.”

Not telling anybody about good news when we make it.Not telling anybody about good news when we make it.““No news is good news.”No news is good news.”

Telling good stories badly.Telling good stories badly.““Try to guess what we’re wasting your money on this time.”Try to guess what we’re wasting your money on this time.”

What are the consequences of each?What are the consequences of each?

What makes news What makes news newsnews??

What are news reporters looking for?What are news reporters looking for?

ConflictConflict – – war, unrest, competition, opposing views, good vs. evilwar, unrest, competition, opposing views, good vs. evil

DramaDrama —— compelling events with something valuable at compelling events with something valuable at stakestake

EmotionEmotion – – unfairness, outrage, sympathy, pleasure, human unfairness, outrage, sympathy, pleasure, human interest interest

ConsequenceConsequence – – what is at stake for the reader?what is at stake for the reader?

Progress Progress –– problems solved, advances, “gee whiz” factorproblems solved, advances, “gee whiz” factor

What makes news What makes news newsnews??

Multipliers:Multipliers:

ImmediacyImmediacy – – what’s happening NOW!what’s happening NOW!

ProximityProximity / / The Local AngleThe Local Angle – – Is this in MY backyard?Is this in MY backyard?

CelebrityCelebrity – – famous people doing just about anythingfamous people doing just about anything

Special Angles:Special Angles:

Misbehavior / HypocrisyMisbehavior / Hypocrisy -- -- crime, corruption, waste, crime, corruption, waste, hypocrisyhypocrisy, , hubris hubris

Oddity/Irony/NoveltyOddity/Irony/Novelty – – newsnews with a twist, “man bites dog” with a twist, “man bites dog”

Recognition / Local prideRecognition / Local pride – – milestones, anniversaries, honorsmilestones, anniversaries, honors

Conflict

The Miracle At Quecreek MineThe Miracle At Quecreek Mine

Rescue workers on Sunday pulled all nine Rescue workers on Sunday pulled all nine miners one by one from the watery, 240-foot-miners one by one from the watery, 240-foot-deep shaft where they had been trapped for deep shaft where they had been trapped for three days, a three days, a jubilant rewardjubilant reward for an effort fraught for an effort fraught with one gut-wrenching setback after another. with one gut-wrenching setback after another.

After three After three grim daysgrim days of of frantic drillingfrantic drilling delayed by delayed by

broken bits and busted seals, defiant crews -- broken bits and busted seals, defiant crews -- with no signs of life to encourage them since with no signs of life to encourage them since Thursday -- bored a giant auger through the Thursday -- bored a giant auger through the ceiling of 4-foot high chamber at 10:16 p.m. ceiling of 4-foot high chamber at 10:16 p.m. Saturday. The breakthrough allowed workers to Saturday. The breakthrough allowed workers to drop a telephone line to the miners through a drop a telephone line to the miners through a small air pipe. small air pipe.

Moments later,Moments later, rescuers were seen hugging and rescuers were seen hugging and giving the thumbs-upgiving the thumbs-up. .

Drama

By Jessica D. Matthews, Times-By Jessica D. Matthews, Times-Shamrock Writer March 5, 2005Shamrock Writer March 5, 2005

The problems from abandoned The problems from abandoned mines are all around us.mines are all around us.

Streams are contaminated. Hunters Streams are contaminated. Hunters watch closely to avoid falling into watch closely to avoid falling into old shafts in the woods. old shafts in the woods. Young Young people sometimes tempt fate — and people sometimes tempt fate — and loselose — by swimming in or climbing — by swimming in or climbing near the deep pits that exposed near the deep pits that exposed veins of anthracite but have since veins of anthracite but have since filled with water.filled with water.

Statewide,Statewide, 2,0752,075 abandoned mine abandoned mine sites and sites and 250,000250,000 acres are waiting acres are waiting to be reclaimed, including 106 sites to be reclaimed, including 106 sites in Northumberland County and 269 in Northumberland County and 269 in Schuylkill. Across the nation, a in Schuylkill. Across the nation, a backlog of more than backlog of more than 9,4009,400 abandoned mines compete for abandoned mines compete for limited federal dollars dispersed limited federal dollars dispersed through the Abandoned Mine Lands through the Abandoned Mine Lands program.program.

Consequence

BACKSTREET BOY TO TESTIFYBACKSTREET BOY TO TESTIFYTHURSDAY BEFORE U.S. THURSDAY BEFORE U.S.

SENATESENATECOMMITTEE ON COAL MININGCOMMITTEE ON COAL MININGAND VALLEY FILLSAND VALLEY FILLS  

Kevin Richardson, Kentucky Kevin Richardson, Kentucky native and member of the native and member of the famed pop group, the famed pop group, the Backstreet BoysBackstreet Boys will urge will urge Congressional leaders to stop Congressional leaders to stop further destruction of further destruction of Appalachian waterways. Appalachian waterways.

A press conference with A press conference with Robert F. Kennedy, Jr.Robert F. Kennedy, Jr. and and Appalachian environmental Appalachian environmental leaders will follow the hearing. leaders will follow the hearing. 

Celebrity

Blackwater River Blackwater River Returns as Returns as

FisheryFishery The West Virginia Department of The West Virginia Department of

Environmental Protection announced Environmental Protection announced that, after 35 years as a lifeless river, that, after 35 years as a lifeless river, that the highly acid Blackwater River that the highly acid Blackwater River has been neutralized.has been neutralized.

A limestone “doser” releases powdered A limestone “doser” releases powdered limestone from a 50-ton silo and mixes limestone from a 50-ton silo and mixes with river water. with river water.

Almost overnight, this formerly dead Almost overnight, this formerly dead

river turned into a high quality trout river turned into a high quality trout fishery. fishery.

Conflict DramaEmotionConsequence ProgressImmediacy ProximityCelebrity Local Angle

Oddity/Irony

County High SchoolCounty High School students plant trees students plant trees

on mined land for on mined land for Arbor DayArbor Day

March 25, 2005March 25, 2005

State Officials “take the pledge” for State Officials “take the pledge” for more trees on restored mine landsmore trees on restored mine lands

Scott County High School studentsScott County High School students will join federal and Tennessee will join federal and Tennessee officials March 30 to plant 350 officials March 30 to plant 350

hardwood trees on reclaimed mine hardwood trees on reclaimed mine land. The tree planting celebrates land. The tree planting celebrates Arbor Day and a new partnership Arbor Day and a new partnership

working for reforestation in working for reforestation in Appalachia.Appalachia.

Telling Good Stories BadlyTelling Good Stories Badly

OSM FUNDS PENNSYLVANIA APPALACHIAN CLEAN STREAMS PROJECT UNDER OSM FUNDS PENNSYLVANIA APPALACHIAN CLEAN STREAMS PROJECT UNDER NEW WATERSHED COOPERATIVE AGREEMENT PROGRAMNEW WATERSHED COOPERATIVE AGREEMENT PROGRAM

Kathy Karpan, Director of the Interior Department's Office of Surface Kathy Karpan, Director of the Interior Department's Office of Surface Mining Reclamation and Enforcement (OSM), today approved $68,000 in Mining Reclamation and Enforcement (OSM), today approved $68,000 in funding for an Appalachian Clean Streams Initiative project in funding for an Appalachian Clean Streams Initiative project in Pennsylvania. The project is to be funded under OSM's Watershed Pennsylvania. The project is to be funded under OSM's Watershed Cooperative Agreement Program, announced in January 1999. Cooperative Agreement Program, announced in January 1999.

Karpan announced that AMD & ART, will receive funds to construct a Karpan announced that AMD & ART, will receive funds to construct a passive treatment system to treat the Vintondale discharge. The passive treatment system to treat the Vintondale discharge. The discharge is a source of acid mine drainage (AMD) which flows at 200 discharge is a source of acid mine drainage (AMD) which flows at 200 gallons per minute into Blacklick Creek, in Indiana County. The site is gallons per minute into Blacklick Creek, in Indiana County. The site is near a hiking/bike trail and is very accessible for educational and near a hiking/bike trail and is very accessible for educational and recreational purposes. recreational purposes.

Can you tell what’s important to us? (1) The Boss, (2) The Department, (3) the money, (4) the program, (5) where the money comes from, (6) when that program was started.

If you were a reporter, would you get interested in this story?

By Mike RobinsonBy Mike Robinson

What do you get when you combine $68,000 in federal dollars, 200 gallons per minute of acid water What do you get when you combine $68,000 in federal dollars, 200 gallons per minute of acid water flowing into a community, and 12 nationally-renowned artists?flowing into a community, and 12 nationally-renowned artists?

Kathy Karpan, Director of the Interior Department's Office of Surface Mining (OSM), said the answer Kathy Karpan, Director of the Interior Department's Office of Surface Mining (OSM), said the answer is a reclamation project involving regional industrial history, a recreational complex, community is a reclamation project involving regional industrial history, a recreational complex, community pride, and clean streams. pride, and clean streams.

Abatement of acid mine drainage, or AMD, is on the minds of residents of Vintondale, Pennsylvania, Abatement of acid mine drainage, or AMD, is on the minds of residents of Vintondale, Pennsylvania, a small Pennsylvania community that helped fuel the Industrial Revolution in this country. Art is a small Pennsylvania community that helped fuel the Industrial Revolution in this country. Art is always on the mind of Salvo Begonia, an award-winning landscape architect from southern always on the mind of Salvo Begonia, an award-winning landscape architect from southern California…..California…..

A Beautiful Mined

OSM FUNDS OSM FUNDS PENNSYLVANIA PENNSYLVANIA

APPALACHIAN CLEAN APPALACHIAN CLEAN STREAMS PROJECT UNDER STREAMS PROJECT UNDER

NEW WATERSHED NEW WATERSHED COOPERATIVE AGREEMENT COOPERATIVE AGREEMENT

PROGRAMPROGRAM

Kathy Karpan, Director of the Kathy Karpan, Director of the Interior Department's Office of Interior Department's Office of Surface Mining Reclamation Surface Mining Reclamation and Enforcement (OSM), and Enforcement (OSM), today approved $68,000 in today approved $68,000 in funding for an Appalachian funding for an Appalachian Clean Streams Initiative Clean Streams Initiative project in Pennsylvania. The project in Pennsylvania. The project is to be funded under project is to be funded under OSM's Watershed Cooperative OSM's Watershed Cooperative Agreement Program, Agreement Program, announced in January 1999. announced in January 1999.

Good stories we can Good stories we can offer:offer:

Protecting peopleProtecting peopleSolving problemsSolving problemsSaving tax money or using it Saving tax money or using it wiselywiselyPunishing bad guysPunishing bad guysRewarding good guysRewarding good guysAwards, rankings, recognitionAwards, rankings, recognitionProjects begun/completedProjects begun/completedTechnological innovationsTechnological innovations Studies completedStudies completedGetting the job doneGetting the job doneThe real “inside story”The real “inside story”What else?What else?

Bad stories we can Bad stories we can suffer:suffer:

Failing to protect peopleFailing to protect peopleIgnoring problemsIgnoring problems

Wasting tax moneyWasting tax moneyLetting bad guys get away Letting bad guys get away

with itwith itBlocking the “good guys”Blocking the “good guys”

Bad ratings, rankingsBad ratings, rankingsProjects overdue or bungledProjects overdue or bungled

Relying on questionable Relying on questionable sciencescience

Studying things to death Studying things to death Being unresponsiveBeing unresponsiveBeing mysterious or Being mysterious or

secretive.secretive.What else?What else?

What’s the story?

What’s the story?

What’s the story?

Easy Stories

AnniversariesHonors / Awards

Open HousesDisplays

Civic InvolvementInteresting People

Pitch Your StoryPitch Your StoryExercise

Each team selects one “good” story from an agency

Tell us your headline - 10 words or less.

Tell us how you would pitch your story to a reporter.

How will you lure a reporter to cover your story?

Event? Occasion? Activity?Drama? Consequence? Emotion?

Celebrity? Progress? Photo opportunities?

Interviews?The “inside story?”

Exercise

Each team selects one “good” story from an agency

Tell us your headline - 10 words or less.

Tell us how you would pitch your story to a reporter.

How will you lure a reporter to cover your story?

Event? Occasion? Activity?Drama? Consequence? Emotion?

Celebrity? Progress? Photo opportunities?

Interviews?The “inside story?”

Not recognizing bad news when we make it:Not recognizing bad news when we make it:““Ahh, this isn’t going to make any news.”Ahh, this isn’t going to make any news.”

Not telling anybody about good news when we make it.Not telling anybody about good news when we make it.““No news is good news.”No news is good news.”

Telling good stories badly.Telling good stories badly.““Try to guess what we’re wasting your money on this time.”Try to guess what we’re wasting your money on this time.”

What are the consequences of each?What are the consequences of each?

Mike’s Quick Keys to Government

Communications

Do the right thing.Get your story straight.

Tell somebody.